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I love it when our clients have cool technology and clever ideas. But don’t mention these to customers during VOC interviews. From the customer’s perspective, the interview should look exactly the same whether or not you’ve got a great hypothesis. Give your hypothesis the silent treatment for now. Simply listen to the customer.

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Avoid “technology push.” But should you just leave your technology quivering on the lab bench? Hardly. Conduct customer interviews without mentioning your technology. If customer outcomes match your technology… wonderful! Otherwise, look for different technology (for this market), or look for another market (for this technology).